Commercial Construction & Renovation

MAY-JUN 2017

Commercial Construction & Renovation helps our subscribers design, build and maintain better commercial facilities by delivering content to meet the information needs of today's high-level executives.

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CRAFT BRAND AND MARKETING 102 MAY/JUNE 2017 CBAM-MAG.COM branding By Kate Zabriskie The real meaning behind what customers tell you (or don't) Your customers talk to you. But do you listen? I mean, really listen. When it comes to customer service, especially in the world of craft beer, what people say and what they mean are not always the same thing. Unfortunately, too many brands are listening impaired when it comes to getting to the heart of their customers' messages. There's just way too much of that "I'm-just-looking-I'll-get-back- to-you" mentality. But do you understand what people mean when they say this? On the surface, sure you do. But do you really get your customer's intended meaning? Well, you'd better, or else you're going to lose out to the next cool craft beer brand. The good news is there's hope. With some practice and a little bit of discipline, you can ratchet up your service and grow your relationships. Slowing down and focusing on what others need versus what you can provide is the first step. The second is to listen for a few key phrases and appropriately respond. The following are a couple of the most common red flags to which you should pay attention: When customers say "maybe," they often mean "no" Maybe we'll place an order in six months. "Maybe" may mean never. When you hear that word, keep asking ques- tions. Don't wait six months and then act surprised when no order is forthcoming. You have your customer or prospect's attention now and a chance to both clear up some misconceptions and make a sale or at a minimum to understand why he is resistant.

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